From reshaping how brands tell their stories to building one of Pakistan’s most dynamic PR and creator marketing agencies, Zara Raza has redefined modern communications. As Founder & Head of PR Strategy at WeChaos, she believes impactful storytelling is not just publicity it is what turns brands into conversations.
In this exclusive interview, she shares the vision, challenges, and strategies behind creating campaigns that truly connect.
You’ve spent over a decade in the communications industry. Looking back, what has been the biggest lesson these ten years have taught you?
That the only constant in communications is change and human nature. Platforms will evolve from Facebook to TikTok to whatever AI serves us next, but the core psychological triggers that make people care, share, and trust remain exactly the same. Oh, and never fall in love with your own strategy; the internet will rewrite it for you by noon.
What inspired you to establish WeChaos, and what gap in the PR and digital marketing industry were you hoping to fill?
The industry was suffering from “copy-paste syndrome” cookie-cutter packages and boring press releases. We founded WeChaos because markets are unpredictable. We don’t just manage the chaos; we weaponize it creatively.
PR today is much more than sending press releases. How would you define modern public relations in the age of creators and social media?
It’s the art of strategic storytelling in a 24-hour attention economy. It’s no longer about pushing a monologue through a megaphone; it’s about starting a dialogue in the comments section.
Having worked with brands like Samsung, Nurpur, OPA, Alfatah, Taminzo, Jade and Radiance, what do successful brands consistently have in common?
They have a backbone. From global giants like Samsung to local icons like Nurpur, successful brands know exactly who they are—and who they aren’t. They don’t try to please everybody.
Every campaign comes with its own challenges. Can you share one project that truly pushed you out of your comfort zone and what it taught you?
Managing a massive, unexpected digital backlash for a major client over a holiday weekend. We had to pivot our entire strategy in under two hours. It taught me that true PR leadership is about being the calmest person in the storm.
Many businesses confuse marketing with PR. How do you explain the difference, and why should brands invest in both?
Marketing is you telling someone at a party, “I’m rich and good-looking—buy me a drink.” PR is when three other people whisper to them, “Hey, that person over there is brilliant.” Marketing drives the transaction; PR builds the relationship.
How do you decide whether a creator or influencer is the right fit for a campaign beyond just follower count?
Follower count is just vanity math. I look for cultural alignment and engagement quality. Give me a micro-influencer with 20k fiercely loyal fans over a mega-celebrity whose followers just drop generic emojis.
In today’s digital-first world, what are the biggest mistakes brands make on social media?
Blindly hopping on every viral TikTok trend when it doesn’t fit their identity (pure cringe), and treating social media like a one-way billboard instead of a two-way conversation.
As a woman leading a communications agency, what challenges have you faced, and how have they shaped your leadership style?
Early on, it was earning a seat at tables dominated by old-school mindsets. It shaped my leadership style into one that values empathy and radical candor. I don’t hire “yes-men”—I hire disruptors.
AI, content creators and changing algorithms are transforming the industry. Where do you see PR heading over the next five years?
AI will automate the mundane data work, freeing us up to do what AI can’t: human-centric emotional strategy. The lines between PR, entertainment, and tech will completely blur.
What advice would you give to young professionals hoping to build a successful career in PR and brand communications?
Develop thick skin and a relentless curiosity. Read everything from global politics to local memes. You cannot cultivate public relations if you don’t actually understand the public.
What’s next for WeChaos, and what exciting projects or goals can we expect in the near future?
We are expanding our experiential PR wings to create immersive, cross-border campaigns. We have a few disruptive launches lined up that will challenge how brands interact with consumers. We’re about to cause a lot more beautiful chaos.
